Medición y evaluación en comunicación estratégica en CELEC-EP ENERNORTE

The purpose of this project is to determine whether to the communication plans are elaborated in direct relationship with the strategic objectives of the company and the methods used for evaluation. To demonstrate the application of this project we have used the public company ENERNORTE as case of study, it as a Business Unit of the Electric Corporation of Ecuador. The result of the analysis may contribute to increase the company´s performance. For the study of this project the model of measurement and evaluation known as “Communi-cation Management Bridge” has been used. This model has three stages: evaluation planning (strategic), the measurement design (tactical) and the actual measurement (operational). Each of these provides the professional the tools needed to obtain the communication objectives that will contribute to the organizational objectives. At the end of the project it was determined that, in ENERNORTE, the communication plans that are being used to contribute to the strategic plans, but there is no set model or methodol-ogy to measure and/or evaluate these plans. This method, with specific variants, could be applied to all public companies.

• المؤلف الرئيسي: Carrera Aldás, Silvia Leonor (author)
• التنسيق: bachelorThesis
• اللغة: spa
• منشور في: 2014
• الموضوعات: Administración pública; Comunicación organizacional; Licenciado en asistencia gerencial y relaciones públicas – Tesis y disertaciones académicas
• الوصول للمادة أونلاين: http://dspace.utpl.edu.ec/handle/123456789/11237